HYPER-REALITY FROM THE REFLECTION OF 4TH DIMENSION IN JAMU PRODUCT PACKAGING DESIGN

• Main Author: Kurniawan, Andreas
• Format: Dissertations
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/86574
• Institution: Institut Teknologi Bandung

The interaction of society with digital technology is becoming increasingly intense. According to statistical data compiled by Meta, the majority of the younger generation in Indonesia desires more digital content such as avatars and virtual reality, particularly through social media channels. Currently, human interaction with pataphysical world is usually accessed via a flat screen on smart devices, but it can be predicted that in the future, with the advancement of virtual reality technology, humans will feel more totally immersed in the pataphysical world. By having consciousness, humans can acknowledge their existence in the physical world. However, with the emergence of the metaphysical world, humans require ‘another consciousness’ to respond and interact within it, resulting in the potential fragmentation of self-identity (divided self). The ontological status of the subject as a unified self (unity) may be replaced by a concept of self that is fragmented, plural, and decentralized. Furthermore, humans continue to seek answers to the ‘meaning’ of life by adhering to various beliefs originating from the metaphysical world. The problem that has emerged pertains to the practice of religious worship conducted online, leading to doubts about its effectiveness. Consequently, parallel interactions of humans in the physical, pataphysical and metaphysical worlds necessitate an explanation regarding ‘simultaneous consciousness,’ ultimately having a fundamental impact on reality. On the other hand, Indonesia has a lot of cultural diversity, one example is jamu, which is known as traditional medicine. Jamu has three arguments indicating that it has metaphysical world elements. First, the word jamu is derived from the word ‘jampi’, which in the Indonesian dictionary means several words or sentences that are read to bring about magical powers. Second, the history of jamu can be found in Borobudur Temple, which is a place of worship for Buddhists. Third, various discussions about jamu still use the word “believed” for its efficacy, the adjectives such as ‘believe’, ‘belief’ or ‘believed’ are apriori, which is often used to describe something beyond human senses. In addition, various jamu industries have made product innovations that aim to reach segments of younger generation, by trying to create unique and creative flavors of jamu without losing its efficacy. Furthermore, there has been a significant shift from traditional “jamu gendong” sales to “jamu kekinian,” with new product packaging design to adapt to the trends. In the contemporary era of technologies, product label design can be a part of augmented iv reality with an image tracking approach, making it possible to produce a visualization of pataphysical world combined with the physical world at the same time, and bringing various art works with the concepts of fantasy, imagination, dreams, fairy tales, and fiction into hyper-reality. Therefore, a comprehensive study on jamu drink packaging design can provide a reference for identifying the impact of the multi-dimensional interaction of human consciousness. This research employed a mixed explanatory method, commencing with the design of stimuli in the form of jamu drink packaging with a narrative inspired by the “game red potion” applied through the beep test experiment. Subsequently, data analysis was conducted using quantitative methods, specifically the ANOVA statistical test, involving 90 participants by applying the placebo theory to measure the biological reactions of the human body. This experiment demonstrated that through a narrative incorporating the concepts of pataphysics and metaphysics, it is possible to create intersubjective reality in the physical world. The research was then continued with the qualitative method of transcendental phenomenology by interviewing 6 participants who were able to respond optimally to stimuli from the physical, pataphysical, and metaphysical world. Result: the interaction of human consciousness shall be connected from between atoms in quantum mechanics, which can create a reality without limits, by the dimensions of traveling on their own paths, responding to various phenomena, creating culture, looking for community, forming identity, finding meaning of life, and who still always hope that there is a true world, the final residence of consciousness. This dissertation contributes to the advancement of science, especially in the field of visual communication design (VCD), by introducing a “simultaneous consciousness theory” that can be used to explain the parallel interaction of human consciousness in the physical, pataphysical, and metaphysical worlds.